Analyze Three Commercials Essay

The commercials always aim at focusing on the target audience and the main point of a good commercial is to reach the target audience and make customers purchasing products or services being advertised. In such a way, advertisers attempt to use the full potential of advertisements to attract the target customer group to their products or services. At this point, it is important to place emphasis on the fact that the advertisement also bears some social values and, today, the advertisers take into consideration not only the commercial goals of the ads but also their social effects, whereas many specialists () consider that ads should be also pro-social. In such a way, the advertisement may have a considerable impact on the audience. In actuality, advertisements still attempt to attract the target audience and to do so, advertisers attempt to make their ads funny but effective advertisements should also be pro-social to improve the public image of the company promoting its products and services, although the pro-social background of ads may vary consistently and, in this regard, it is possible to refer to three ads, including the snickers commercial with Bette White, the Doritos commercial from 2007 super bowl and the Chrysler commercial from the 2011 super bowl.

On analyzing the three ads, it is worth mentioning the fact that each ad has its own target audience. To put it more precisely, the snickers commercial with Bette White aims at the young, active audience. What is meant here is the fact that the ad aims at people leading active lifestyle. At the same time, the age of the target audience is the young adults. In such a way, the ad attempts to reach its target audience through panning the advertisement for the main point of the ad is the contrast between Betty White and the young man, whom she actually performed before eating the chocolate bar. In such a way, the ad intends to show the consistent change in the behavior of consumers of snicker. To put it more precisely, advertisers show that before eating the chocolate bar, the person was old and clumsy, whereas after eating the snicker, Betty White turns into a young, strong man. This transformation has a number of implications that are supposed to make young people leading active lifestyle to start buying snickers because this product makes them energetic and active.
As for the Doritos commercial from 2007 super bowl this ad aims at the mass adult audience, which maintains the traditional values and enjoy tasty food but pay little attention to its impact on their health. At the same time, the ad has a number of implications, which reveal the diversity of Doritos. In such a way, advertisers show that the target audience of the ad is the wide. Therefore, the ad stresses the importance of the wide audience for Doritos.
The Chrysler commercial from the 2011 super bowl focuses on the wide audience of different age. On the one hand, the ad refers to traditional values. In such a way, the ad is supposed to attract the older customers, who appreciate traditional values. At the same time, the ad stresses the high status of owners of new Chrysler. On the other hand, the ad involves the celebrity, Eminem, who apparently attracts the younger audience. In such a way, the ad can reach the large mass of customers. Therefore, the ad focuses on the mass audience and reveals the accessibility of the car to many customers. In addition, the ad promotes the idea of respect of the car’s owners.
At the same time, along with the direct message to the target audience, the three ads bear certain social value, which, though, varies consistently. In this respect, the Chrysler commercial from the 2011 super bowl holds the first place because this ad is the most pro-social among the three ads discussed above. To put it more precisely, the ad refers to the traditional values of the US and stresses diverse personal traits of characters, which are supposed to be the characteristics of owners of Chrysler. In such a way, the ad refers to the audience and stresses the importance of such qualities as reliability, power, strengths, and respect to traditions and hard work. In fact, these traditions and characteristics are traditional for the US and Americans naturally are supposed to feel a deep respect to the car being advertised. In addition, the ad attempts to reveal the close relationship between hard work, on the one hand, and success, on the other. The ad stresses that the Chrysler is manufactured in the city, where old traditions are respected and where hard work brings success.
In this regard, the snickers commercial with Bette White is less pro-social. Nevertheless, the ad attempts to bridge generation gaps through the involvement of Bette White in the commercial. On the other hand, the ad still implies that the younger people are in an advantageous position compared to the older ones. In such a way, the ad becomes quite controversial for it fails to be absolutely tolerant in relation to people of different age. On the other hand, the ad implies that the product advertised can make consumers stronger and younger. In such a way, the ad can reach its target customer group and perform social functions to close gaps between generations.
As for the Doritos commercial from 2007 super bowl, it is worth mentioning the fact that ad is, in a way, similar to the Chrysler’s ad, but, unlike, the Chrysler’s ad, the Doritos ad refers to traditions in quite a controversial connotation. In fact, the ad refers to American traditions. For instance, the buyer looks like a sort of cowboy. But, at the same time, the ad neglects concerns of customers of their health and has certain sexual implications. In such a way, the traditional American values come into clashes with the main message of the ad. At any rate, the ad stresses that the pleasure consumers receive from the product advertised are prior to their health. Hence, the ad has low pro-social value.
Thus, taking into account all above mentioned, it is important to place emphasis on the fact that the three ads discussed above focus on specific target customer groups and reach their target audience. However, their pro-social value varies consistently. In this regard, the Chrysler’s ad is the most pro-social, whereas the Doritos ad is the least pro-social. Obviously, today, advertisers should pay more attention to pro-social implications of their ads to make them not only effective in commercial terms but also in social ones.